Intrepid LLC

I believe more than ever that customer service is merely a choice.

It’s a choice to provide – or NOT to provide – good customer service. And I can tell you that poor customer service will ruin a perfectly good business, product, or service. Now that I think on it, there is no such thing as poor customer service. If it is defined as “poor” – it isn’t service…

My spouse has been ill over the holiday season, dating back to Thanksgiving. For personal reasons, I won’t share the nature of her illness. [But please note, she is gonna make it!]

But I want to talk about customer service, and in this context, it involves dealing with two doctors:

DOCTOR A - A long term doctor for my spouse. When we consulted with him, we got rushed visit. He wasn’t willing to answer questions willingly, and when he did, he acted as if I was an idiot for asking certain questions. We couldn’t tell if he actually reviewed our charts and records. He provided no real solutions, or even theories. Didn’t come up with a plan to move the ball forward and/or get to the bottom of her medical problem. And most importantly to my wife, didn’t seem to care that she was in a great deal of pain.

DOCTOR B – A new doctor whom we consulted to get a second opinion, since our experience with Doctor A was subpar. Wow – what a difference. He spent almost 45 minutes with us. Bringing us to his actual office (not an exam room) – he reviewed our charts and various test results – explaining what he was seeing as he went along. Demonstrating his theories on charts and diagrams. Answering questions. I mean, actually answering questions. And without treating me like I was smoking crack.

IN THE END? – Doctor A lost us as a customer. Despite that fact that Doctor A is only a quarter mile from our home, and DOCTOR B is 45 minutes away in Atlanta traffic (locals know how horrid that is…). All Doctor B had to do was demonstrate manifestations of caring – take some time with us – answer some questions.

Doctor B chose to handle us this way – and he picked up a new customer. Doctor A chose to treat us poorly – perhaps because we had been longtime clients, but he incorrectly assumed we wouldn’t go anywhere since we had been with him a while.

The lesson here? Customer satisfaction isn’t enough anymore. Customer delight is. And choose to take care of your customers – choose to listen, understand, and show caring. In this freaky economy, you have no other choice…

Todd Schnick. Be Intrepid. www.intrepid-llc.com

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It took me a while to buy into this concept.  But I get it now.  And believe in it.

I first heard this phrase from Stone Payton, a friend and business partner.  At first, I didn’t want to do anything to help the competition – felt that I had to protect my space. But as both myself and my business matured, I came to understand what it means.

But with Intrepid now two years old and with my growing activity in social media, this concept of service is gaining increased power and weight.  Why?  It is essential to building a strong brand.  It helps differentiate you in the marketplace.

How does this manifest itself?  Here are nine ways:

1. Never speak ill of your competition. There will come a day when they need a strategic partner, and they just might throw that business to you.

2. Don’t be afraid to throw business to competition.  If you are too busy – or the new prospect is just not the best fit for you - never a bad idea to give it away.  I will bet many of those same prospects will still come back to you down the road.

3. In the social media world, there are only about 1.6 million other marketing pros like me.  What, am I gonna compete with all of them? Push them, promote them, forward their strong content – it all looks good on you.

4. We each have special skill sets. There will be a day when you need a competitor’s special talent to benefit your own client.  Get them on board.  I promise they will return the favor some day.

5. Despite what the press is reporting, there is enough business to go around. Help refer business to other competitors – and they in turn will become a secret sales force for you too.

6. Comment on the blogs of your competitors. Not to tear down their service, but rather to promote them as well as demonstrate your expertise. Some of those shopping around will land on your doorstep.  Encourage your competitors to contribute to your blog too…

7. When networking – both at the local Chamber and/or on social media – introduce people to your competitors. If you have self-confidence AND a strong service offering – you won’t lose any business.  And you will make friends with those in the enemy camp.  That friendship will mean something someday.

8. There will come a time when you need the expertise of one of your rivals to serve your client. With your client’s best interests at heart, you WILL NOT lose your client. And at the end of the day, you will go a long, long way to cementing customer loyalty by sacrificing for their benefit.

9. When answering general questions about your industry space on social media sites like LinkedIn and Twitter, don’t be afraid to speak positively about the whole industry – not just your company. Speaking well of everyone helps the whole bunch of us, and paves the way for customers to move forward confidently. A rising tide lifts all boats.

These are just a few ways to serve. I bet you can come up with more. Please share. But at the end of the day, by serving your competition, you will actually grow your business. And while you are at it, you will slowly build a strong network of friends and allies that will ultimately benefit both your business and your clients.

Todd Schnick. Be Intrepid. www.intrepid-llc.com

Popularity: 3% [?]

Friday, I wrote a blog post about focusing on one BIG thing when formulating your 2009 marketing plan – that by biting off more than you can chew – you can jeopardize your entire program.

Feedback indicated there are some people out there even intimidated by doing one BIG thing, and that you should encourage breaking down BIG projects into smaller, manageable steps.  I agree.  I refer to it as thinking BIG, planning SMALL.

Every person has varying degrees of skill managing large tasks/projects.  Some can see the whole picture, others are weak in managing substantive tasks.  I consider myself solid at marketing myself and getting new projects – but my most important goal for 2009 is strengthening my project management abilities.

But I can tell you that planning small is the key.  This is as obvious as it sounds: breaking down one large task by listing many small tasks/steps that will – one step at a time – enable you to complete the BIG thing.  I am not telling you anything new here.

But why do most people not do this?  This phenomenon explains procrastination – this explains all-nighters – this explains missed deadlines – and this explains pressure, which is defined as the angst and stress you feel when not prepared for something.

I think I suffer from the typical small businessperson/entrepreneurial burden of wearing too many hats.  But at least I have acknowledged this – and can take steps to improve on it.

I can tell you that when I break a large project down into small tasks, I find the project easy to complete.  But I don’t always do it.  And I have no explanation.  Perhaps human nature?

I think it comes down to discipline – forcing yourself to make the time to plan small.  What are your tricks to accomplishing this?  Share with us how you achieve this.  Do you use project management software?  I have walled off my basement office with whiteboard, and so I list the dozens (or more) of steps required on a board and erase when completed. 

Help me share ideas and tips with others – so that we all can do BIG things in 2009!

Todd Schnick.  Be Intrepid.  www.intrepid-llc.com

Added bonus, Tim Ferris video about how he thinks big and plans small: http://www.fourhourworkweek.com/blog/2008/10/06/two-short-videos-how-and-why-to-be-unreasonable-the-art-of-tweaking/#more-658

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A lot of people in the marketing game use the term “guru” too often when describing the thousands of marketing “experts” that are out there.  Many individuals are too quick to label themselves marketing gurus.

But, when I think of a marketing guru, I think of Seth Godin.  Below is a link to his top marketing posts for 2008.  Take some time to review these.  Good stuff!

http://sethgodin.typepad.com/seths_blog/2008/12/a-years-worth-o.html

Todd Schnick.  Be Intrepid.  www.intrepid-llc.com

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Like most New Year’s Resolutions, most marketing goals are left unfulfilled – undone – incomplete – on a list of annual goals where the only thing that gets done is erasing the prior year and adding the new year…

Is this you?  Well, even if you won’t admit it, it is certainly most of us.

Here is how to change it in TWO simple steps:

1.  Decide on the ONE most important thing you WANT to accomplish.

2.  Do it.

Let me explain.  Most of my New Year’s Resolution lists fail because I put too many items on there.  It ends up being overwhelming.

I am not talking about simple, basic tasks.  I am talking about BIG things.  What are BIG things?  I dunno, depends.  Everyone has a different definition.  Start a blog?  Get a successful DRM campaign going?  Open a new sales channel?

But think big!  And notice I said “WANT” to accomplish.  Not “NEED” to accomplish.  If the mindset is that your goal is something you WANT to do, you will be more inspired to accomplish it.

To all those who say that achieving only ONE thing is too small?  I say if you accomplish the one – you will be inspired to take on the next.

The second step?  Just do it.  I promise that just getting started will be the hardest part.  And set a reasonable deadline to accomplishment with a clear understanding of what that is.  Without the deadline – it will be there waiting for you to add to the 2010 list.  I promise…

What is the one BIG thing you want to accomplish in 2009?

Todd Schnick.  Be Intrepid.  www.intrepid-llc.com

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Please enjoy the following two lists, the best business blogs AND the top online marketers of 2008.  Post via Duct Tape Marketing: http://www.ducttapemarketing.com/blog/2008/12/23/the-50-best-business-blogs-of-2008/

Have a great holiday!

Todd Schnick.  Be Intrepid.  www.intrepid-llc.com

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This is a piece I just did for a political client. This survey piece, with a little holiday messaging thrown in, is a device used to provide his constituents with the ability to give feedback.  The mailer also presents a brief preview of the upcoming legislative session.

Todd Schnick. Be Intrepid. www.intrepid-llc.com

Popularity: 2% [?]

Last week I wrote about keeping your marketing strategy simple and flexible (http://intrepid-llc.com/2008/12/16/keep-your-marketing-plan-flexible/).  And I recently wrote on the core elements of your marketing plan (http://intrepid-llc.com/2008/11/23/the-clock-is-ticking-on-2009and-fast-7-steps-to-build-your-intrepid-marketing-plan-today/).

Today I am making a year-end appeal to not only take this process seriously – but to take action.

Assuming you are a small to medium sized business – or an entrepreneur serving all capacities from sales to management to production – you don’t really need me to tell you a marketing plan is essential.

Not because you should have an “on paper” strategy to get and keep profitable customers.  You do.

But as a small to medium-sized business, you have a distinct advantage over the large companies – you are small and nimble and can quickly adapt in this environment.

This is actually exciting!  This is actually a great opportunity!  But ONLY if you get your head out of your fanny and take advantage.

Social media allows you to – cost effectively – build community and convey value and expertise.  Follow that up with a properly-messaged and executed direct response campaign – and you can bring home the prospects you need to build a growth enterprise.

Every day I talk to small business people – most of whom are on edge about the economic environment.  They are nervous about tightening budgets – and they are allowing this fear to paralyze them.

Change your paradigm now. Deep down you know what you do best – and you know who your target market is.  The two hardest things you need to do are adjust (which you can do quickly) and execute (which you can do by just starting).

You know, it is easier than I thought.  So get to it!

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I have the pleasure of being a regular contributor to The Customer Collective.  They have recently come out with a new white paper that discusses some survey research on how different organizations will adjust their sales processes during this economic slowdown.

Find it here: http://thecustomercollective.com/TCC/26923

As you would expect, some organizations batten down the hatches to ride out the storm, and others aggressively charge forward and look for new opportunities to be innovative and strengthen relationships with existing customers.

Enjoy.

Todd Schnick.  Be Intrepid.  www.intrepid-llc.com

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Although this blog post from Gaping Void has been around a while, it is a true classic.  I only recently stumbled upon it, but I wanted to share it with you for your own reference:

http://www.gapingvoid.com/Moveable_Type/archives/000932.html

Enjoy.

Todd Schnick.  Be Intrepid.  www.intrepid-llc.com

Popularity: unranked [?]